It seems barbershops and beard oils are recession-proof right now and with an explosion of both across the globe, it's safe to say male grooming is on the rise. Meet UK success story Johnny's Chop Shop. Trudi Brewer discovers from co-owner Steven Ross why barbering is hot right now.
Images Instagram of co-owner Steven Ross and the team at Johnny's Chop Shop.
There's something infinitely sexy about Johnny's Chop Shop. From their Instagram feed to the names of their grooming range, 'Born Lucky' and 'Trigger Happy', not to mention the boy barbers that work in the shops on the cutting floor (they are serious eye candy). This retro brand manages to blend classic 50's and 60's cutting skills to suit today's, modern man. The darling of the UK barber scene, with shops in Soho and Oxford Circus, Johnny's Chop Shop has gone global, with an expertly curated range of hair products. From beard balms and oils, to a first, men's dry shampoo, the range meets the needs of today's well-groomed guy and it's now available here in New Zealand. Steve Ross shares what's hot in men's hair.
What are the new key trends in men's grooming at the moment?
Hair colouring is a growing trend again, it went away in the 90's and had made an appearance once again with blonde and silver. Classic cuts are like a Rolex watch they will always have a place and never die. In styling, a natural look is being favoured, with dryer products like clays and powders in demand.
How open are men to using a product in their hair?
All of my customers use product in their hair. From lots of products to more of a texture spray so that it sits naturally and looks nice. We spend the time teaching customers about hair products, and how to style their hair and they will make an effort to do their hair at home, which helps maintain their style.
Is it true that women buy men's product?
Depending on the hair length, I'm sure a lot more woman with choppy, short styles need clay or a pomade to keep their style looking fresh.
What’s the most popular product that men use in their grooming regime?
The top sellers are dry hold clays, dry hair sprays, sea salt sprays and pomades.
What is always in your bathroom cabinet?
Texturising spray. After a shower, I always use a couple of cheeky sprays before I blow dry to make sure my hair style holds throughout the day.
What is your best grooming tip?
Take time to do your hair, and spend money on your hair. I always tell my customers if you go on a date or go to the club, you might have expensive clothes, shoes, aftershave and watch, etc.. yet if you go cheap on your hair product it ruins the look. Hair is the first thing people notice when they meet you. If you’re willing to spend money on your hair, you can be confident that your style will stay in place all night and keep you looking fresh.
The products
Beard Maintenance Oil. Born Lucky 2-n-1 Shampoo. Wild Cat Strong Matt Hold Clay. Soul Balm Face Balm. Glide'em High Grooming Cream. Hell Gel Sculpting Hair Gel. Hobo Hair Dry Shampoo. Trigger Happy Texturising Spray, all $16. Available at Farmers.
Watch this tutorial from UK barber babe 'Toastie Styles' on Johnny's Chop Shop TV.
